Creating and building a brand requires understanding the need for a tailor-made conversation between people –regardless of their roles, and organisations. It is a question of values and beliefs in a context of wider discussion.

Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined

From a brand-strategy perspective, it is also the ability to detect emerging patterns and help them to take shape that is the key to creating value and obtaining results in a world immersed in this process